The on-ground activation attempts to reach and engage viewers in order to strengthen its programme format.
The activation has been scheduled for weekends at various malls, across 11 cities. It started on January 21, and has been executed simultaneously in Mumbai, Lucknow, Chandigarh, Ahmedabad, Indore, and Meerut. During the subsequent weekend, the activation will be carried out in Delhi, Nagpur, Jaipur, Varanasi, and Agra.
The activation is an extension of Max's campaign rolled out in December. The campaign, which was based on the theme 'Saare hafte lagey raho, weekend pe padey raho', promoted appointment viewing on weekends.
As part of the campaign, the channel had rolled out a series of three TVCs in December. Social media and online forums were also involved.
Gaurav Seth, senior vice-president, marketing and communication, Max, says, "Max is known for its innovative marketing and on-ground initiatives. After receiving an encouraging response on television and social media platforms for this campaign, it was fair to take the campaign on-ground for a total 360-degree connect with the consumers."